International Journal for Social Studies

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“Negative Political Advertising: It’s all in the Timing”

Dr Brent Davis

Abstract

Negative political advertising is a common feature of election campaigns in liberal democracies, whether in the milder form of ‘contrast ads’ or the more aggressive form of ‘attack ads’. Despite a substantial volume of scholarship, whether such advertisements generate persuasion effects (persuading voters of the deficiencies in the subject of the ads) or backlash effects (diminishing the standing of the candidate/party promulgating the ads) remains a still-unresolved question.